Business screen magazine (1961)

'T^Hi Ri Art Rirn N'eins of unexplored audiences for business and industrial motion pictures, according to one ""resource" authority who is makiny a business of opening veritable new ""mines"" of viewers for useful pictures. Producers and sponsors of these films should ask themselves these important questions: 1. How can your picture ""payoff" for its production cost? 2. Have you set up distribution objectives, based on sound measurement of real audience potential, at the outset of production? 3. Have you re-checked existing films to determine if all audience potentials have been fully realized? Measuring .\ppcal, Retention Inherent within these questions are such measurements as (a) the general appeal of your picture; (b) its specific appeal; (c) its ability to carry an important message for the viewer, plus a retained image of your message. Question No. 4: ""Where can you get the correct evaluation, experienced consultation on content potentials and recommendation for the greatest potential of distribution to specialized groups?" Helps Provide the Answers Answers to these questions are the business of a unique and highly useful ""resource" authority. Bertha Landers. She directs the Landers Educational Film Center, known as Landers Associates, which headquarters at 4930 Coliseum Street, in Los Angeles. Here's an example of how Miss Landers helps to open new markets for a specific industrial film. When Pyramid Films conceived the production of Tluir They May Live, their plan called for a film to orient industrial employees toward a new appliance to be used in industrial accident work. Educational Potential Noted Perhaps, Pyramid was unaware that the film had a great potential in the school market. That's where Landers Associates came into the picture. They immediately saw the educational potential in the picture and arranged for a screening and consulting session at their film center. The result of the consultation was a suggestion that the picture could be used effectively in safety, health, physical education and related courses in schools, colleges and public institutional programs. Landers Associates advised that maximum school use could be assured if the film was shortened to Audience Builder for the Business Film Landers .\ssoeiate.s Help Sponsors Develop New .4uclienees meet the demands of classroom period schedules. The producers at Pyramid accepted the recommendations and released a short ly-minute film for schools. The Landers evaluation service was the smaller half contributing to the success of this project. The real action started with the preparation and mailing from a selected list to audio-visual directors in schools, colleges, universities, libraries and other public institutions — the key people who have authority to acquire films. The results of this first mailing brought a response of more than 12 per cent. Within a year. Pyramid had placed more than 300 prints in educational film libraries throughout the country. Of course, the film Tluii Tliev May Live with its theme of lifesaving is a universally appealing subject. However, Landers Service was invaluable in solving the problem of getting the film to the maximum of its potential audience. .An .\ntlii)rit\ on Himni Films Bertha Landers is an outstanding authority on 16mm films, whose experience includes service with the Office of War Information in World War II. She is editor and publisher of the Landers Film Review Service, author of numerous articles for professional periodicals, editor and compiler of a reference source guide on foreign languages, and has served as a film evaluator for FiLNt News and the Saturday Remew. She pioneered films in the pub Jn fL vl/iiiner J (circle for finer film presentations: BAY STATE FILM PRODUCTIONS. Ac. BOSTON BO BOYLSTON ST. HA 6 8904 SPRINGFIELD MASS P O. BOX 129 RE 4-3164 NEW YORK 17 W 44TH ST VU G 2359 Bertho Landers dii'r Landers Educational Filn lie library field, organized aij I rected three film departmeif| Dallas, Peoria and Kan-1^ "'i She is a first-rate painic and lithographer, who ha^ iic work in museums and prnii lections throughout the coun!.. A Field for the SpecialisI "Bim"' Landers believes tin "more and more producer ■• dustry films are beginning ize that the search for ik of distribution is a form ol | ized knowledge and rescui n self. These areas are con-, nil being opened, and no produci ca be expected to be aware of 1 c them." That's the reason shc^ n ing her staff, not only t(> r these new areas but also ii i . stand how they may be expite for each new film. Other Useful Film Ser\ ici Other activities of the .an ders Film Center include ec pil ing of film lists on special i: jects such as: safety, enip'. employee relations, trainn. ing, and so forth; prepain _ guides; preparing film i^i l Recently, the Lander^ -: i ganized a department to vcc ou the so-called ""lost film" nun b; the independent producer « ' i either unaware or unable tc ini distribution for his produc Inquiries from producers^' sponsors of business films a I those numerous ""special" pin for public, community and iroom use are welcomed by • ders Associates. You can .' this useful service organizatii ■ 4930 Coliseum Street, Los .■Xi*' 16, California. U Look to Business Screen for A the News of Business Picture 50 Business Screen MagaINB